Listening to customers is hard but it doesn’t have to be complicated

If the only input you regularly receive from customers is informal and impromptu or input is only from your best customers, you should really consider adding some additional mechanisms to ensure you really know what your customers think. The input should come from a balanced combination of informal and formal interviews, surveys, suggestion boxes or other point of sale mechanisms. But probably more importantly, there should be some effort to gain input from all of the various customer segments you deal with.

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